How The Sales Tax Nerd Diane Yetter Built Her Own Tax Empire

When an accounting firm rejected Diane Yetter's innovative service line idea nearly 30 years ago, she didn't sulk or abandon her vision. Instead, she saw an opportunity and seized it, launching what would become a leading enterprise in the sales tax consulting industry.

"I said, well, I think this is a great opportunity. So, I'm going to go start my own business," recalls Diane, now the President and Founder of YETTER Tax and the Sales Tax Institute.

Recognized as the "Sales Tax Nerd®," Diane has established herself as a leading strategist, advisor, speaker, and author in the specialized field of sales and use tax. Her career spans four decades, during which she's witnessed the evolution of an industry she helped shape.

The Sales Tax Institute emerged from Diane's recognition of a significant gap in the market. "There was really only one organization that did sales tax training," she explains. "In order to take that organization's training, you had to be a member of the organization." This created a barrier for many professionals who needed to understand sales tax but wouldn't necessarily join a specialized tax organization.

"I wanted to create a training organization that was approachable, was easy for anyone who wanted to learn more about sales tax," she says. This vision of accessibility has remained central to her business philosophy.

Today, competition in the field has increased dramatically, with major accounting firms and numerous consultancies offering similar services. But Diane's pioneering approach continues to differentiate her business. "We've leaned into what differentiates us from our competition," she explains. "We've developed a reputation for giving people practical knowledge."

Unlike free training sessions that often serve as sales pitches, Diane's programs focus on education first. "We aren't a sales pitch," she emphasizes. "When you come to our class, you're going to learn the theory, but you're also going to learn how to apply it in what you need to do every single day."

This commitment to practical knowledge has earned her the trust of clients ranging from Fortune 500 companies to small business owners and CEOs seeking to understand sales tax implications for their operations.

The complexity of sales tax compliance presents significant challenges for businesses of all sizes. With 46 states plus DC having their own sales tax systems and thousands of local jurisdictions with their own rates and rules, the regulatory landscape is daunting. A landmark 2018 Supreme Court decision further complicated matters by requiring companies that exceed certain sales thresholds to collect sales tax in states where they sell, even without physical presence.

Diane's expertise in this complex environment has earned her recognition at the highest levels. She has twice testified before the U.S. Senate Finance Committee regarding the impact of sales tax regulations on small businesses. Her advocacy helped influence several states to eliminate the 200-transaction threshold that created undue burdens on smaller sellers. "I'd like to think that it was my testimony that kind of got that ball rolling," she says with modest pride.

Beyond her consulting work, Diane brings a genuine commitment to knowledge-sharing and industry development. The Sales Tax Institute's website has become a go-to resource, even for competitors. "Our competition regularly uses our website and our content because they know that it's the best," she notes.

As a woman who started in a predominantly male field, Diane is passionate about supporting other women in tax careers. Since 2020, she has interviewed approximately 85 women for her "Women to Watch in Sales Tax" series, creating a platform for visibility and mentorship.

When asked what advice she has for women seeking to advance their careers, she highlights three key themes that emerged from these conversations: the importance of networking, committing to lifelong learning, and having the confidence to speak up.

"Don't be afraid to say I don't know if somebody asks you a question," she advises. "It's perfectly fine to say, I'm not sure on the answer to that. Let me research it and I will get back to you."

From testifying before Congress to mentoring the next generation of tax professionals, Diane Yetter has built more than just a successful business. She's created a legacy of accessible expertise in a field that touches virtually every business in America. As sales tax regulations continue to evolve in our increasingly digital economy, her blend of deep knowledge and practical guidance remains more valuable than ever.